Corporates slow to react to blog credibility gains
A survey out last week shows that while Fortune 1000 companies are aware of blogs and blogosphere they are failing to recognise the growing credibility of blogs as a medium and few have blogging plans or policies in place.
The Makovsky 2006 State of Corporate Blogging Survey, conducted by Harris Interactive, included a telephone survey of 150 senior executives in Fortune 1000 companies in February.
Key findings:
- only minorities of top executives surveyed are convinced to “a great extent” that corporate blogging is growing in credibility either as a communications medium (5%), brand-building technique (3%), or a sales or lead generation tool (less than 1%).
- even though 12% of senior executives say their companies have taken legal or other action in response to a blog, only 20% report having a formal process in place for monitoring blogs written about the company.
- a minority (15%) say that someone in their organization is currently writing a blog related to the company or its activities.
- only one in five (21%) report reading business-related blogs once a week or more frequently.
Folks, we have to do something about this! With the likes of the BBC and Murdoch getting into Web 2.0 media, anyone who thinks blogging is not gaining credibility has their heads in the sand, and may pay dear in the long run. Our clients need planned blog relations procedures and policies so they can act swiftly as issues arise. And, if no one is monitoring the blogosphere, how the heck do they know who (staff members?) is blogging about them?
As communications consultants it’s our job to educate clients and to help them take the necessary steps to engage the blogging community. Maybe it would help if we avoided all the bloggy jargon and used words like, two-way discussions, customer views, shareholder opinions, etc. Using the ‘corporate vocabulary’ may go some way towards helping our clients to understand.
Corporate Blogging 101 has a discussion going about the survey and Jeffrey Tream at Inside the Cubicle does a pretty thorough analysis.
Feedback on this is most welcome!
UPDATE: Also check out Amanda on Strumpette.
UPDATE 24/05/06 This report raises its head again on Business Blog Consulting
Filed under: public relations
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The Makovsky release is a complete bastardization of the findings. “Slow is react” is nonsense. Corporate execs are judging blogging as NOT in the interest of their corporate agendas.
See http://www.strumpette.com/archives/107-Corporate-Execs-Thumbs-Down-on-Blogging.html .
Bloggers have to stop drinking their own cool aid.
- Amanda Chapel
Amanda
I had a look at your posting on this…you’ve got quite a debate on your hands.
Your idea that the PR firm that commissioned the research skewed the findings to make a business case states the obvious..it’s one of the oldest tricks in the PR book.
Regardless of the motivation for the research, it’s clear that when it comes to blogging, corps need to get their heads out of the sand before they get bit on the a$$. It’s our jobs to help them understand the risks.
As for Kool Aid, living here in the British Isles means I never get any. I have to make do with Ribena.
There has been a reluctance within boardrooms to let anyone other than their own communication professionals talk to the marketplace. To some it’s a pretty scary thought letting some of the ‘backroom’ staff write what they want to about the company. Fortunately there are some very good examples now of ‘corporate blogging policies’ and this provides both a level of comfort for the board, and a level of safety for staff bloggers. This post from Charlene Li pulls together a number of useful resources on the subject. http://forrester.typepad.com/charleneli/2004/11/blogging_policy.html
[...] 3. Defining Blogs. Josh looks at the term ‘blog’ and all the misconceptions people have with it. I touched upon this myself earlier this week, as did Shel Holtz. Maybe this is the start of the end for the word ‘blog’ in business. [...]
Regarding executives and their awareness of blogs. I live in the USA and have season tix to the local professional hockey team, The Washington Capitals. On the team website they have message boards for fans to sound off on, etc. The owner of the Capitals, Mr. Ted Leonsis, checks out what is being said on the message boards and will address fan concerns in his weekly website letter to the fans. Not only that, but Mr. Leonsis has his own blog on the team’s website. His blog doesn’t just cover the team, but local community events, issues, concerns. Mr. Leonsis is very connected with the fans and in turn the fans LOVE him. I think this goes to show that there are some open minded executives out there who realize that blogs are the next big thing to happen to the communications community. BTW – Mr. Leonsis is the President of AOL Audience Business and the Vice Chairman of America Online Inc. I think Mr. Leonsis knows something about communications!